Situation:

In the aftermath of the pandemic, IKEA has seen both a lack of raw materials and challenges with delivery times, which made it harder to advertise the products.

Brief:

Show that IKEA is still relevant despite the ongoing challenge with "out of stock products".

Objectives:

Prove that IKEA knows "life at home" for the many people.

The campaign generated over 50 million media impressions, a number ten times larger than the population of Norway. It garnered attention from major news outlets and publications around the world, as well as popular talk shows.

The campaign attracted over 70,000 unique visitors to [ikea.no](http://ikea.no/), with an average time spent of 1 minute and 18 seconds. That's a total of 1,330,000 minutes or 22,167 hours spent searching for the perfect name for a child (source: IKEA Norway).

The click-through rate on IKEA's newsletter was more than 85%, surpassing the performance of previous campaigns in Norway.

In addition to positive feedback, the campaign sparked a debate on how to choose the right name, with multiple radio stations and podcasts discussing the topic. The program Ukeslutt on NRK (Norwegian Broadcasting Cooperation) even invited a name researcher for an exclusive interview.

Please see the attached pdf for full english translation of The Name Catalogue.

Despite the common trend of delaying childbirth during times of crisis, the pandemic proved to be an exception in Norway. The country experienced a baby boom in 2021, with almost 3,000 more children born than the previous year, representing a 5.5% increase. This insight gave birth to the creation of a new service aimed at helping soon-to-be parents find a unique baby name.

Drawing on more than 70 years of experience in naming products, we looked through over 15,000 pages of old catalogues to gather more than 800 distinctive baby names – each of which received a unique written description based on its qualities.

The result is The Name Catalogue, a comprehensive physical and digital name bank.